Greetings, Haven't really contributed anything to this place before but hopefully this can help some people out. Before Penguin was released I had a site ranking 2nd/3rd for a reasonably competitive niche. Site history: The domain is about 8 years old and has always ranked reasonably well for a particular keyword. There are a lot of natural backlinks from aged domains as well as more recent strategies such as Web 2.0s, wikis, blog comment etc etc u know the rest. These have been built up over 8 years. When I took over this site it was redesigned to fit certain business needs, use our custom CMS and also to allow for suitable onsite SEO. So after the redesign the page danced for a month before appearing top of page 2, and within the next month raised up to #2/#3. Everything was going fine, for months, Panda update after Panda update. Then Penguin hit... The weirdest thing was when Penguin hit the site went to #1 for 2 days. Then disappeared and settled on page 2. On various different sites I am running different tests to find out what I have implemented that google no longer likes. In this case I am changing one on-page factor, namely the amount of content above the fold, totally removing the large call to action that was sitting there previously (I have read a couple of people give theories on this and it is a perfect site to try it out on). What I did: I removed approx 500px of images/call to action at the top of the page and replaced it all with a a new menu item. This shifted the content of every page of the site right up to the top under the banner (the call to action was on every page). Results: Day 4: Nothing special, so far this does not seem to have made a significant change. My ranking changes are 1. my homepage instead of a random inner page has replaced the page 2 listing, 2. I have moved from around #15 to #12. Will keep this updated over the coming weeks and let you guys know how it goes. So far (for me) it's not looking like this should be a priority. Will be happy to answer any questions.